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Improve Results By Maximizing Cross-Sell Opportunities

To optimize the display of transaction-related information and maximize cross-sell
opportunities presented by transactional messages, the recent customer action should
be the main focus of a transactional email. Any images or content related to the transaction,
as well as customer service links, should take priority in the email design. After
taking an in-depth look at several of these key content features, Experian® has
identified those that create the most positive impact on campaign performance:

Cross-sell Items

Buyers are eager to view their order and shipping confirmations. Optimize this
high level of engagement by including information and images pertaining to relevant
and related products and services in the body of the email. Transactional emails that
include cross-sell items have 20 percent higher transaction rates than those without.

Product Personalization

Compared with emails that display static cross-sell items, emails including cross-sell
items that relate to the current or past purchases have significantly higher transaction
rates. Keep in mind that cross-selling initiatives do not have to focus only on tangible
products, but also can pertain to the sale of additional services applicable to the
customer.

Order Status Tracking

It is a best practice to make customer service links such as order status/order
tracking a priority over standard Website links. Order and shipping confirmations
that included a link to order tracking had two times the click rate and 23 percent
higher transaction rates than confirmations without status links.

Website Navigation

Although customer service links — such as order status, shipping tracking
and “My Account” — should take priority, design the email template
to also include some Website navigation. Confirmation emails including limited Website
navigation produce more than double the click rate of confirmations with no site navigation.

Email Acquisition

If you are mailing to customers who are not yet on your subscriber email file,
include a link to allow them to sign up. Ensure that the messaging speaks to the benefits
of the email program.

Offer Inclusion

Experian Simmons’ consumer data indicates that 78 percent of online adults1
say that they are likely to open emails that include promotions or coupons.2
Interestingly, in spite of high open rates, order and shipping confirmations without
offers had 7 percent and 11 percent better transaction rates, respectively, than those
with offers. However, it is important to remember that, per the CAN-SPAM Act, the
offer cannot be included in the subject line, nor can the offer take priority placement
within the message.

According to Experian Simmons’ Fall 2009 New Media Study, 68 percent of adults
who visit social networking sites say they have become a “fan” or a “friend”
of a product or brand. Include links to your social media pages to enable your customers
to promote your brand. In Experian analysis, transactional emails that included links
to social media sites had 55 percent higher click rates than emails with no links.

1Online adults: adults who spent one hour online in the
past seven days doing something other than email

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